If you need a refresher on the who, what, whys of a press kit, I covered it two weeks ago. In this part, I cover what you can do to expand your press kit. This is assuming you already have a press kit and/or you have additional time to beef it up.
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Press kits make marketers’ lives easier. There are a few different approaches to it and in this first part, I’m going to address the who, what, why questions and what you need in the most basic press kit. You could spend 15 minutes assembling it if you have all the needed items or days/weeks if you want a robust one and you still need to create the content.
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Today, we’re going to focus on COVID & your communication (or lack thereof) of it.
In the pandemic’s first few weeks, the news arrived loose and fast, often changing several times within a 24-hour span. It was difficult to keep track of as a business and I’m sure many things fell to the side. Depending on where you are, coffee businesses may be open with precautionary to extreme measures. I wrote about mental health and reopening back in June. Some of these tips still apply today.
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Disclaimer: this is not about you. I have received many pick-your-brain emails through the years. I also volunteer a lot of time to community efforts and provide free content (like this newsletter and blog) because I believe giving back is important for sustaining an industry.
So you want to pick my brain about what I do and how I got here. Before the pandemic, you probably wanted to grab a coffee, now it’s video chats.
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Usually, at the formation of a company, you write up a mission statement and identify your brand values. It’s a good idea to also reexamine these from time to time to see if anything has shifted in light of major events, like operating in a pandemic or the mainstream discourse on Black Lives Matter.
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I will be honest and say that my mind is blank as to what to write right now. It happens. Despite what people may think about creative types having an endless supply of ideas and inspirations, my ideas well has been dry for quite some time now. Instead, I’ll share some questions I’ve been reflecting on.
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Imagine that you had a friend who kept poking you with a stick. With every poke, a mark was left on your skin. Sometimes the mark disappears and other times, it remains present and scarred over. You tell them to stop. You ask why they’re poking. You say it hurts.
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It took a while to figure out what I was going to write for this issue. At 4:45 pm Pacific time today, I locked in on something: the mental health angle of reopening. It’s something I want to reflect on, so stay with me here.
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There’s a weird partnership between perfectionism and marketing. You spend too much time thinking about how a campaign can go poorly and you miss an opportunity. But if you don’t think about enough, you might end up trending on Twitter in a bad way. How do you craft a plan that feels good but also stops you from becoming a nitpicking monster?
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Because I’m not actively seeking clients right now, I have a little free time to spare and give back. If you’re a coffee business or organization that has been or will be affected by COVID-19 and you’d like to bounce potential marketing ideas off of me, I am offering free 15-min brainstorming sessions.
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I'm a San Francisco-based coffee marketer: digital strategist, writer & photographer. On the side, I munch on donuts & think of new ways to make you look stunning online.
You can reach me here or on Twitter.
Life goal:
eat / drink coffee / write / travel
>>>> all in one.
